The campaign is in response to findings that only 6% of people understand the link between obesity and adverse medical effects, with most people seeing fat as a vanity issue, not a health problem.

90% of kids could be overweightby 2050Government figures show that, if current trends continue, 90% of children will be overweight by 2050, putting the population at massively increased risk of contracting life-threatening diseases such as diabetes and coronary heart disease.

LCC communications officer Mike Cavenett said, "We welcome any attempt to increase public understanding of such an important issue."

"However, it's a shame the government's video doesn't do more to explicitly encourage people to leave their cars at home, and walk and cycle more. If you freeze the video after 75 seconds, you can just about see a bicycle for a second or two."

"Make our city streets more cycle-friendly, and the long-term result will be massive improvements in public health."